Facebook is also expanding Dynamic Ads on Facebook to specific verticals – starting with travel brands –. via a new product called Dynamic Ads for Travel.
Dynamic Ads for Travel will initially be available on Facebook, before rolling out to Instagram and the Audience Network in the months to come.
The product originated when brands like Marriott and Trivago began using a customized vertical solution which was necessary because the industry deals with on-the-go consumers who need information in real-time.
Facebook has also updated Custom Audiences by adding new rules and metrics that help identify high-value consumers (i.e., a person who visits a retailer website once a week versus one who is more likely to make a purchase in the next 30 days).
Measuring based on what Facebook calls “advanced behavior criteria” lets advertisers get metrics that are more precise than, say, web page visits. Thus, marketers can better understand how much interest and demand for their products truly exist.
With the update, marketers can for instance measure based on the total amount a person has spent, or zero in on specific windows of time where a consumer demonstrated intent to convert.